June 2015
Beginner
450 pages
13h 12m
English
Content preview from Transmedia MarketingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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CHAPTER 14Media Relations
Influencers are gatekeepers, intermediaries, and tastemakers who influence other audiences. And the media are influencers. Media relations is a subset of Public Relations, which is a broad set of communication activities designed to create and maintain positive relations between an entity and its publics such as audiences, press, industry leaders, partners, employees, stockholders, and government officials. Public relations is credited with making smoking acceptable for women and then, decades later, making smoking uncool for teenagers. Publicity falls into the Promotion “P” of marketing.
Even in an era of peer power through WOM on social media, the press still wields tremendous influence. In entertainment, respected ...
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